Where did the American regiment's money go?

Recently, a report on the United States "sales Department 2011 review and 2012 Outlook" PPT was burst in Weibo, which about the United States Regiment 2011 Water, the gross margin of data caused http://www.aliyun.com/zixun/aggregation/32834.html "> Industry people's widespread doubt." According to the document, the PPT author Yang Jinfang for the 2012 goal of the United States Group: Sales of 4.5 billion year, the four seasons began to profit. In other words, the U.S. regiment is still in a serious loss or income and expenditure is flat, but in the current big environment, the author prefers the former.

Why, then, does the U.S. team continue to lose money? According to the document, the U.S. Regiment 2011 Local Service sales of 1.5 billion, but its gross margin is less than 4.4%, this is a very dangerous figure. I think that's why the group continues to lose money. As the material said: Although the United States network from the surface do not burn money, but its adoption of the crazy lottery, orders flat into the flat out of the way, in fact, than other group purchase site to burn more money.

This let the author think of the former period of time the U.S. regiment staff burst the "brush water" incident, the PPT seems to become a protagonist of the event.

Late April, a media report said that the United States network of staff turnover of the U.S. network announced sales of most of the sale is brush out. "The United States Group Network said March sales breakthrough 300 million water is very large, most of the sales are brushed out, the actual sales of more than 100 million." ”。

According to the staff revealed that in the United States to do sales of the network to sell orders have sales requirements, the United States network now the gross margin is actually very low, many of the list is flat out of the 0 margin sheet. April ago, the average gross margin of the United States Regiment is 3.5%, only recently mentioned 5%, to reach the sales plan is difficult. But sales and bonuses, internal promotion and many other benefits linked, so as long as the input and output than appropriate, we will brush the water.

In addition, because the United States Network Commission is based on the number of purchases on the site accounting, and other large group buying sites are basically used to shop to verify the amount of commission, which for the brush water created conditions, and the United States network for the data to look good on the sale of brush water is also a closed eye.

Brush water events are reported by the media, whether investors, industry or users, for the brush water digital fraud matters of high concern. Also will "brush water" latent rules naked exposed to the public, triggering the whole group buying industry trust crisis.

Throw away the United States Regiment "brush water" fake events do not mention, PPT reflected in the real situation also burst the United States group in the promotion of the strategy of the error. The author thinks, the American Regiment's money burns on the fire fighting for the strategic mistake.

According to the American Regiment Wang Idea, the United States Regiment to do is a professional service E-commerce enterprise, its core is attentively for customer service. Wang has said to the media that "group buying site to survive the first to solve the problem of capital security, not only the group buying network of funds, but also including consumers and businesses." To make all the funds of the parties safe, the most fundamental is to serve and take care of the enterprise's "golden Master"-consumers, only consumers safe enterprise will be safe. ”

"In the early days of enterprise creation, there is no need to spend too much money on marketing, especially advertising." We pay more attention to online Word-of-mouth. In times of social networking, good word-of-mouth spreads fast and bad word-of-mouth spreads faster, so it's important to avoid bad word-of-mouth, which is directly linked to service details. ”

But he overlooked the problem that the desire to do so must be coordinated internally and externally. The problem with the presentation is that the U.S. mission's gross margin is too low, which is too dangerous.

Low gross profit margin, it is inevitable that the normal profitability of enterprises, enterprises can not be normal profit, on behalf of the development of enterprises is unhealthy. The consequence is that companies will be able to set up too many customer development tasks for their salespeople, to set up sales tasks for sales people, or to make businesses sacrifice greater benefits, and to ensure the interests of the company by damaging the interests of employees or partners.

This is a "internal friction" death cycle, since employees can not protect their own interests, he will find ways to fight for their legitimate interests, as well as businesses, to consumers here, may not be able to enjoy the "satisfactory service." Once the consumer is not satisfied, Wang conceived by the service, by Word-of-mouth win the idea of the market will be greatly reduced.

Therefore, the author believes that the United States is still in the loss stage, the main problem in the strategic error and the company's internal friction, if not to pay attention to this, may the United States Regiment will also burn more money, and ultimately not necessarily to make investors and consumers satisfied.